Content Marketing is a tricky idea. You need to create authoritative content, but just enough that community is forming comfortably. Talk to much, in the wrong voice or at the wrong time sand you kill your fledgling community (easy to do).
Content has 4 main "TYPES":
NOW vs. Evergreen.
YOU vs. THEM (User Generated Content).
Once your website has authority and community is building switch to content curation. Content curation is how you "listen" online.
See our Social Media Its About The Conversation Stupid Haiku Deck for more on "digital listening":
Social performance and link building should be how you evaluate your site's content. If a post trends DO MORE. If it seems to flop (never know with attribution being what it is) DO LESS. Our Startup Curagami created a new metric called Link Efficiency Index (LEI) to judge what content is bring in links the fastest. TIME must be part of your Key Performance Indicators (KPIs).
TESTING is important & you are testing in 4 dimensions:
* NOW (content that blew up yesterday, grab that and give it another spin to see if it blows up tomorrow too).
* Evergreen (some content will never go away, the minute you think its dead someone will share it again, should find a way to QDF that content by curating in new content yourself or asking a question to prompt visitors to weigh in).
* US (set KPIs for your content and know when your latest post is above or below baseline).
* THEM (Remember your content's real goal is the creation of community and User Generated Content is the cement of online community so anything that generates UGC is worth its weight in gold).
Content shock (great post by Mark Schaefer and a #mustread) says content can't sale your ideas, products or website. We agree and remind our clients to create only enough content to begin what you really want - the creation of online community with engaged advocates and helpful tribes.)